Aleksandra Kovacheva

Aleksandra Kovacheva

Assistant Professor, Marketing
Massry School of Business


Massry School of Business BB344

PhD in Marketing, University of Pittsburgh, 2017


Aleksandra Kovacheva

Faculty Expertise and Achievement

Dr. Aleksandra Kovacheva is an expert on consumer psychology and marketing strategy, who studies the role of personal control in consumer behavior by examining contexts where consumers opt to relinquish control (e.g., uncertain tactics such as mystery products or teaser ads) or to command asymmetrically more control (e.g., when hosting and making decisions for others). Dr. Kovacheva’s research uses field studies, lab experiments, and company data to uncover applied insights about consumers’ behavior in the marketplace. Her work has been published in premier marketing journals, including the Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Retailing, and Marketing Letters and presented at top marketing conferences .

Dr. Kovacheva is also an award-winning teacher who has developed applied, experiential-focused courses on data analysis at the undergraduate, MBA, and executive MBA levels. She also teaches the MBA field marketing course, wherein students help local businesses by collecting and analyzing primary data and providing strategic insights.

Before joining academia, Dr. Kovacheva worked as a market analyst at Nielsen, a marketing manager of a large theater, and an advertising consultant at a publishing company. 

Research Interests

Uncertain marketing tactics. Surprise. Group experiences involving asymmetric event contributions. Personal control. Eye-tracking in shopper marketing. Gender differences.

Research Websites

Teaching Interests and Areas

  • BMKT 461 - Marketing Analytics 
  • BMKT 661 - Data Science for Marketing 
  • BITM 513 - Quantitative Analysis for Business (Executive MBA) 
  • BMKT 698 - Research Thesis in Marketing 
  • BMKT 694 - Field Project in Marketing 

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